Content creation has always been at the heart of a communicator’s role in building and defending a brand. Yet a critical tool for adding fuel to their campaigns is often overlooked or under-leveraged: search engine optimization (SEO). From optimizing press releases to creating high-demand content to making your webpages more Google-friendly, there are a number of SEO tactics and tools that will benefit every PR and social media pro. Cramer-Krasselt Director of Interactive/Search and PR Daily “SEO for PR” expert Nick Papagiannis offers a crash course in search strategies every communicator should know.

1. A conversation about
about:
SEO Strategies for PR and
Social Media

2. Agenda
What is SEO
Case Study
Proactive SEO
Defensive SEO
Questions

3. What is SEO?
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4. “SEO stands for “search engine optimization.” It is the
process of getting traffic from the “free,” “organic,”
“editorial” or “natural” listings on search engines.”
- Search Engine Land
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5. ?
Related Search
Popular search queries and
Image Search suggestions
Images of products and brand

6. How does SEO work?

7. What do Search Engines value?
1. 2. 3.
Technical Keyword &
Linking
Architecture Content
• Website settings • Keyword consistency • Link text on site and
across copy and HTML offsite
• Domain & URL usage
• Amount of web pages • Number of links, Shares,
• Page & link redirects +1s
• High code to copy
• Web page Templates ratios • Links from different IPs
• Navigation and • HTML Tag usage • Domain extension
sitemaps (.org, .edu, .gov)
• Copy visibility
• Content popularity

8. Case Study: Financial Services
Client
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9. C-K’s SEO team was engaged to help improve the
organic traffic levels of a major financial services
brand. The ultimate goal was to grow brand
awareness by being present on relevant, frequently
searched topics.
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10. C-K performed an SEO program that looked
at architecture, content and offsite
promotion
SEO
Review
Offsite
Op;mize
Create
new
of
website
content
content
content
architecture
promo;on
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11. 1) Performed an SEO Audit
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12. 2) Optimized SEO elements of individual
webpages
Domains & URLs
<title> Tag <Description> Tag
Breadcrumb <h1>,< h2 >tags
<Alt> Tags On Page Link Text
Copy Footer link Text
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13. 3) Developed an SEO Informed content
strategy
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14. 3) Created Search-friendly articles & videos
with PR and Copywriting Team
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15. 4) Leveraged Paid and Owned Media for
content promotion
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16. As a result, organic traffic to the site saw a 142%
INCREASE from the previous year. Additionally,
conversions increased 219%.
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17. Proactive SEO
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18. Typical Approach
Improve crawlability
Optimize technical environments and settings
Optimize offsite assets
Link Building & content promotion
Refresh content
Create new, search-friendly content
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19. Content Creation
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20. “86% of searches are non-brand” – Group M
“53% of time on the internet is spent
consuming content”– Nielsen
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21. Content Creation Process
Research
Strategy
Content
Development
Crea;on
Measure
Content
Results
Op;miza;on
Content
Content
Promo;on
Distribu;on
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22. Research Tools: Google Keyword Tool
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23. Research Tools: Google Insights
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24. Content Publishing Example
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25. Content Production Vendors
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26. Content Distribution Tactics
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27. Best Practices: YouTube
• Base your title on highly
searched phrases, keep it to 65 Title
characters.
• Create a long description of up
to 250 to 1000 words.
• Always include a link to your
website with a call to action. Video Description
• Upload video with at least 6 Tags
tags.
• Embed your video on relevant
websites pages and articles.
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28. Best Practices: YouTube

29. Best Practices: Social Media

30. More Content Distribution Best Practices
• Include high-volume search terms in social media
status updates, title and throughout copy
• Consider SEO when you pitch: When targeting
reporters or bloggers, the more highly trafficked
their site, the better it is for your site
• Think opportunistically: Push content that’s
trending high with Search and news trends,
especially brand topics
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31. Content Promotion Vendors (Paid): Outbrain
& Sharethrough
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32. Defensive SEO
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33. 33

34. Taco Bell Searches
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35. Taco Bell used comprehensive “search-
Friendly” social response
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36. 36

37. 37

38. 38

39. Closing
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40. It’s best to take an integrated approach to SEO
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41. Google yourself or your brand. Often!
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42. When it comes to content: Post. Analyze. Optimize…
Repeat
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43. Speaker: Nick Papagiannis
@cramerkrasselt
@nikopapagiannis
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